JCPenney Campaign Book by Allison JOnes

LIFE NEEDS STYLE YOU & THE CAT WALK VIRTUAL FASHION SHOW STARRING YOU

ST YLE

WARS Unleash the designer in you

REVOLUTIONARY

NEW

APP

Redesign a room without moving furniture!

TABLE OF CONTENTS 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

Executive Summary Secondary Research Primary Reasearch Consumer Insights Strategy The Tease The Experience Non Traditional Traditional Media Approach 360 Campaign TIming Budget & Evaluation

EXECUTIVE SUMMARY THE CHALLENGE A na tional in te gr a te d mar ke tin g c ommuni c a tion p lan f or JCPenney, t arge ted at women aged 25 - 3 4 . (This campaign is not to alienate current customers.)

BACKG ROU N D WORK We began by looking at the retail landscape, our competitors, syndic ated dat a, overall trends, and “transitional” women. C o l l e c t i v e l y, w e s c o u r e d o v e r 3 0 t h o u g h t l e a d e r b o o k s about topic s as diver se as neuros cienc e & re t ailing, viral loops, shopper marketing, guerrilla adver tising, experiential marke ting, and WOMEN. We also poured through hundreds of trade ar ticles, studies, and white papers for insights about our brand, our competition, the categor y, and shopping as a whole. In addition, we have been ac tively engaged in blogs, so cial media, women’s site s and more.

JCPstore12 Haven’t seen you lately. Where have you been? Fashionista25-34 Busy...? You don’t return my calls. You don’t even tr y to stop by anymore.

CONSU M ER WORK Well, you’re just not right for me now. It used to be good. Mom and I used to really like you…

A nd, we li s te n e d to our t ar g e t . A lo t . A ny w hi c h way we could, quantit atively and qualit atively. Via ethnography, netnography, accompanied shopping, friend inter view s, mall interc ept s, 1- on -1 depth inter view s, fo cus groups, on and of fline. Overall, we have had 2,173 encounters with women 25 -3 4 . Our primar y re search provided impor t ant insight s into our t arge t ’s life and shopping, the comp e tition and where our brand can f it in her life. More impor tantly, our research also highlighted how JC Penney ’s core value s – and, the t arge t c onsumer – c an realign. JCPenney c an “reinvent ” it self for this critic al female t arge t by b eing her self at it s ver y b e s t.

What can I do to get you back?

It ’s dif ferent now – I’m dif ferent. I have a lot going on. Honestly, your stuf f just doesn’t do it for me. It ’s bor ing, drab, just not fun. And, I don’t do mom jeans!

ENGAG EM ENT STR ATEGY To reposition this brand, the campaign begins with a dramatic and unexp e c ted teaser in a ver y non -traditional way.

WHY? I can be bet ter, I can be what you need.

There is a tremendous need to jumpstar t the target ’s unaided awareness and interes t in JC Penney. We need to trans form JCPenney from a sleeping giant to a mus t- shop brand, surprising and delighting her in fun and involving ways. The campaign will then unfold in non traditional (and, traditional) ways, conne c ting with out t arge t at key brand engagement touchpoint s . Finally, our c arefully monitored c ampaign will create an ongoing dialogue and par tner ship with our 25 - 3 4 target. We want to be “on her shopping list,” and a resource she re commends and share s .

I don’t think you c an. I need st yle, I need fashion (that I c an af ford). I have lots of options and not a lot of time. I don’t want to dig through all your grandma stuf f to f ind something I might actually like. Sor r y, you’re just not what I’m looking for.

OU R U LTIMATE GOAL? Make JCPenney one of her preferred s tores.

A shopping resource she loves and shares . 3

secondary research

BRAND STRENGTHS Since 1902, JCPenney has been commit ted to “ser ving it s cus tomer s with s t yle, qualit y and smar t pric es .” The brand s till has that commitment today.

Achievements

Key B rands

#1 or, the first to have a retail Facebook store #5 on Stores.org Favorite Customer Online Retailers #6 in National Retail Federation/American Express

Customers’ Choice Awards for superior customer service #6 in 2009 InformationWeek 500 Innovative Business Technology retailer #19 on Stores list of Top 100 Retailers #30 on Forbes’ list of “Most Admired Retailers 2010”

Digital Innovations • JCPenney Teen Haul • In - store Interactive Displays • Stardoll.com vir tual fashion initiative for BTS 2011 t weens

Strong Par tnerships

Environmental Initiatives • Top 50 in Newsweek’s “Greenest Big Companies in America” 2010 list • First retailer to earn EnergyStar Award for Sustained Excellence in Energy Management (2009, 2010)

• March 2011 announcement of Sustainable Apparel Coalition commitment.

Commuity Connections

*JCPenney.com , National Retail Federation , JCPenney 2009 Annual Report

STOR E R EGIONALITY 1,100

N UM BER OF STOR ES

880

COMPANY SALES TRENDS

660

$20,000

440

$19,000 $18,000

220 0

$17,000

2005 2006 2007 *SA LES IN M ILLIONS

JCP

Nor thest

Kohls

Macys

West

Target

Midwest

Sears

South

2008 2009 2010

*Strong holiday sales provided an increase in sales from 2 0 0 9 to 2 010

secondary research SAME STORE SALES

COMPETITIVE ANALYSIS

COMPETITIVE SALES +2.5% KEY

-3.6%

+4.6%

+4.4%

+2.1%

"Only Sears showed a decline in same store sales.”

10,000

20,000

30,000

40,000

50,000

60,000

70,000

NUMBERS IN MILLIONS

*All measured retailers showed a sales increase versus a year ago, except Sears.

CO M PE TITIVE I NTEG R ATED MAR K E TI N G TR EN DS

Categor y adver tising vacillates bet ween high end spec tac tular ac tivities and hard sell retail promotions.

Sources: Kohls 2009 Annual Report, Macy’s Inc 2009 Annual Report, JCPenney 2009 Annual Report, Target 2009 Annual Report, Sears Corportation 2009 Annual Report, RedBook, JCPenney.com, Sears.com, Target.com, Macys.com, Kohls.com

secondary research Women & Shopping Trends She needs order.

She wants to be “out .”

“The time - s queezed contemporar y female jus t doe sn’t have time to shop and, ge t los t in a depar tment s tore.” What Women Want, Paco Underhill , 2010

“Shopping is reconnecting with life… It is a so cial exp erienc e. It is a way for us to ge t out of our home s and bac k into the world.” The Culture Code, Clotaire R apaille, 20 0 7.

“Shoes: a refreshment for her feet.” Har vard Business Review, Manolo Bla hnik , December 2010

She wants a relationship “O ver the nex t 10 year s, women will buy brands and patronize businesses tha t exude cre dibili t y, quic k ly c onne c t them, communicate to them in a 360 -fashion and sus t ain a consis t ant relationship.” Pocketbook Power, Ber nice K anner, 20 04 .

She wants a little sensor y treat . “Watch a women and while she may s t ar t with a single purpose, the environment s timulate s her in a dif ferent way : sight s, sounds, and color s ac tivate her sense s .” Buy-ology, Martin Lindstrom , 2008

She wants fun .

“Brands adding fun to people’s lives make this world a better place.” Experiential Marketing: A Practical Guide to Brand Experience, Shaz Smilansk y, 20 0 9 .

She wants someone she can relate to. “In an ul tr a - mar ke te d world, one of the b e s t ways to break through the clut ter is to engage in the one - on - one interac tion.” Brand Lab Experience, 2011 .

She wants a little realistic fantasy. “Capture her imagination by using stories. A well-developed and welltold s tor y c an help her see how a produc t or ser vice f it s in her life.” D o n’ t T h i n k P i n k : W h a t M a k e s Wo m e n B u y, Lisa Johnson and A ndrea Lear ned , 20 04 .

She doesn’ t want stress . “Shopp er s are sp ending more than money in th e s tor e . T hey ar e al s o s p e n din g their tim e and rac k ing up angs t.” Inside the Mind of the Shopper, Herb Sorenson , 20 0 9 .

$ 217 p e r ye ar o n m a ke up

$ 471 p e r ye ar on b o d y c ar e

She wants to feel smar t .

“While she spends more time, and may appear to be more leisurely, she actually is using her time wisely, and when she thinks back on this day, she’ll feel smart and productive.”

$ 10 6 9 p e r ye ar o n c l o t hin g

$ 25 0 p e r ye ar on s ho e s

What Women Want, Paco Underhill , 2010 .

Wo m e n Wa n t Mo r e , M i c h e a l Silverstein , 20 0 9 .

secondary research

“DEEP DIVE”

OUR CONSUMER TIM E- POOR AN D STRESSED

85% of all brand decisions are made by women. 73% of shopping dollars are controlled by women. 91% of household tasks are (still) their responsibility. 45% of women feel the need for more “ME TIME.”

GEN MIX: “Young adults entering an exciting life

stage filled with milestones including m a r r i a g e , c a r e e r s , k i d s , and new homes. A purchase intensive consumer group.”

The Gen Mi x Con sumer Repor t: V H1 Audience Research , V H1 & MT V Net works , 2010 .

Global Inquiry into Women and Consumerism , Boston Consulting Group, 2010.

Our transitional 25 -3 4 woman live s in a cons t ant media barrage. And, she like s it.

“My cell phone is an expression of who I am.”

*Simmons, Women 25-34 , index 123

“Texting is just as meaningful as a phone call.”

SHOPPING AN D SHARING

77% of Gen Mixers are on Facebook, MySpace and Twitter posting, sharing and recommending.

68% o f f e m a l e G e n M i xe r s c h e c k F I V E o r more site s online b efore they shop and buy. 52% of Gen Mixer s use s mobile phone s to che c k pric e s in s tore b efore buying.

G EN MIXERS , DESIG N ERS & SHOPPING

*Simmons, Women 25-34 , Index 122

62% of women multi-task while consuming media. 13 .5 million women have a smar tphone. 50% of women play digit al game s . 36 million women participate in blogs weekly. 58% of women never unplug. Living In Her Digital Domain , Ogilv y & Mindshare, 2010 .

Moira Harat

VH1 Consumer Insights: The GEN MIX Report fashionably marketing.me, March 2010 .

“ME & HE”

“ME”

LIFE STAGE SEGMENTATION

“ T h e y w a n t t h e d e s i g n e r n a m e, ju s t n o t t h e pric e point.” “They ’re se cre tly hungr y to shop.” “The brands they buy embody their identities.” “Gen Mixers are emotional shoppers. Emotions that drive sales are experience, aspiration, empowerment, conne c tion and af f irmation.” “A s p i r a t i o n i s f u e l e d b y t h e l i f e s t y l e t h e Gen Mixer want s to live.”

“WE”

H ER 24/7 DIG ITAL M EDIA LIFE

Geneve Romo

C armen Sullivan

29 Years Old Real Estate Agent San Antonio, TX

27 Years Old Bar Manager Miami, FL

34 Years Old Nurse, R . N. Glenview, IL

S i ngle

Engaged

Married with a baby, she’s busy

New Condo Owner Moira l o ve s t ra ve l , concerts, time with her family and girls’ night out.

Fixer Upper House

Apartment Renter (wedding in 10 months, 20 days and counting!)

24/7.

primary research Quantitative & Qualitative

Q: 1

W h ich of these stores is best suited for your shopping needs? 16%

OB J EC TIVES

1. Identif y t arge t ’s current awarene s s, at titude s, and usage pat terns for JCP vs . comp e tition. 2 . Assess predominant imager y JCP evokes (vs. comp e tition ) . 3 . D e termine shopping prioritie s, like s, dislike s . 4 . Dis cover relevant JCP positioning and me s sage. OU R MIXED M ETHODOLOGY

15% 33%

100

40% ATMOSPHERE 49% WINDOW DISPLAY 52% PERSONAL RECCOMENDATION 53% PROMOTIONS 79% SALES What bothers you about a store

Q: 3 that makes you not want to come back?

Q UANTITATIVE

100

44% ATMOSPHERE

PRIMARY RESEARCH FINDINGS 1 . J C P i s n o t o n h e r s h o p p in g r e p e r toir e r i g h t n o w, Unaided intere s t is low. 2. Sp e cial of fer s, savings, s tore exp erienc e, qualit y,

47% CLUTTER 52% QUALITY 54% SELECTION

excitement, and re commendations are key fac tor s for f ir s t s tore visit s and rep eat s . St a f f, c u s tomer s er v i c e, and a tmo s p her e ar e top conc erns . Store environment c an also b e a “turn - of f.”

58% CUSTOMER SERVICE Staff, customer

“my mother’s favorite store”

NONE

Macy’s, Target, and Kohl’s are currently our target ’s top 3 choices.

Our “deep dive” research combined ex tensive secondar y research prior, and these primar y research te chniques : • e thnography • ac companied shopping • ne tnography • so cial media monitoring & analysis • mall inter c ept s • depth inter view s • proje c tive te chnique s T h e s e e f f o r t s r e a c h e d a t o t a l o f 2,17 3 w o m e n , f r o m Sa cramento, C alifornia to up s t ate Buf falo, New York . All re spondent s f it the 25 -3 4 year old female s creener, living 20 mile s or le s s from a JCPenney s tore.

“out of date and no style”

Th e B a d

25%

draws you into a store Q: 2 What for the first time?

A DEEP DIVE APPROACH

“old fashioned, cheap, not good/ nice enough”

60% PRICING 65% STAFF

ser vice, sales and promotions, atmosphere, and personal reccomendations are most important.

“nice, great value at a great price, endless selections for the whole household” “went there with mom, good memories…timeless”

JCPenney Verbatims

“deals, sales good stuff”

Th e G o o d

primary research Interviews & Group Verbatims BRAND ASSOCIATIONS Top of the mInd word associations were not very positive for JCP today:

“It is a one s top shop where I c an buy ever y thing : light bulb s, s traw b errie s and an out f it for my k id.” Annie/Santa Clara, California /32/Married/Real Estate Agent It ’s a fun atmosphere to shop in.” Emily/Tinley Park, Illinois/27/Single/Law Student

“Mom Jean s .”

“Ou t of St yle.”

“Mom’s f avori te s tore.”

“O ld f a s hione d an d c he ap.”

JCP POSITIVES :

GROUP “MEMORY” EXERCISE

But, it wasn’t all bad. When our transitional women relaxed and t hought back , JCPenney was remembered fond ly: u t … . i t

wasn

“I remember going there with my Mom for my first day of school outfit.”

K at h l e e n , 3 1 , A d m i n i s t r at ive A s s i s t a nt , Single, Trenton, New Jersey.

“It was a special treat shopping for holiday dress-up, Mommy-and -me time.”

“I n eve r s e e m to g e t anyon e to a s s i s t m e w h e n I need it.” Debbi/Jacksonville, Florida/33/Divorced with Child/Nurse “Targe t is a lit tle too fas t pac ed for my t as te. The shopping c ar t s and bright light s make it seem like an ordeal. I t ’s not a good shop p er sonally. I c an’t enjoy shopping for me there.” Liz/Pittsburgh, Pennsylvania/27/Single/Account Executive

“Ko hl ’s ha s g o o d va lu e, gr e a t h o li d ay d e a l s , a n d they have cheaper items than big stores like Macy’s.” Amy/Detroit, Michigan/34/Married/3rd Grade Teacher “The qualit y of the clothing is cheap ; I would never consider buying clothes from there because I wouldn’t exp e c t them to las t pas t a couple of washe s .” Julie/Bloomington, Indiana/32/Married/Accountant “Kohl ’s is too young and too old…they need an in b e t ween line for young women who don’t want to look like their k id sis ter or grandmother.” Victoria/Grand Rapids, MI/27/Single/Interior Designer

M e li s s a , 2 9 , P h ot o g r a p h e r, E n g a g e d , Charlotte, North Carolina

“I loved the big holiday catalog. I spent hours looking at it, dreaming about the holidays.” Diane, 34, Bank Manager, Divorced, Wichita, Kansas

“I miss all the good feelings that went with JCPenney and our girl time together.” Mayela, 26, Health Care Management, Single, Key West, Florida

“W hen I do shop at Macy ’s it ’s usually during a big sale. I think Macy ’s c arrie s b e t ter qualit y and more s t ylish items, but it ’s pric ey usually.” Rachel/Galveston, Texas/28/Engaged/Teacher “Macy ’s is jus t too exp ensive for my income.” Jenni/Danvers, Ma ssachu setts/33/Single/ Restaurant Manager “Ma c y ’s ha s an unf riendl y s t a f f, they s e em really snobby which make s me feel really uncomfor t able while shopping.” Danielle/Chicago, Illinois/27/Engaged/Makeup Artist

strategy CONSU M ER INSIG HTS REPOSITIONING STATEM ENT

Our transitional woman ( the gen mixer) has lef t JCP b ehind. Currently, she f lips b e t ween a rep er toire of s tore s . She visits high end, somewhat uncomfor table depar tment s tore s ( like Macy ’s ) . She wander s through budge t depar tment s tore s like Kohl’s, but it is a dis satis f ying, unorganized, ordinar y exp erienc e. She fre quently goe s to Targe t and like s it ver y much. It is a ver y brightly lit, large s tore selling ever y thing from bananas to lightbulb s . JCP is a warm childhood memor y of love, excitement and “me time.” JCP c annot go bac k . Nos t algic = old & uns t ylish. JCP c an go for ward, rememb ering the old. JCP needs to har n e s s w ha t ma d e JC P gr e a t an d r e f r am e i t f or today ’s transitional woman.

• • • • • • •

JCP PERCEPTUAL MAP We want to JCP to become the stylish, enjoyable shopping experience that our target deserves. Our goal is to be the fun, but stil afforable fashion destination.

HIGH STYLE

•

JCP CAN BE THAT SPECIAL TREAT, A LIT TLE SOMETHING FOR THIS BUSY WOMAN. A LITTLE “ME TIME” D ES P I T E A L L T H E D EM A N D S O N HER TIME. A LI T T L E E XC I T EM EN T, A L I T T L E LUXURY. A LIT TLE JOY, A LIT TLE FUN. A FA S H I O N “ R U S H ” T H AT C A N MAK E H ER ORDINARY DAY, A BIT EX TR AORDINARY.

The “ordinary/extraordinary” positioning w ill help move JC P in the tran si tional w o m a n ’s m i n d . A w a y f r o m t h e c h e a p and unfashionable. Up in terms of f a s h i o n a b i l i t y a n d f u n . Ye t s t i l l m o r e approachable and accessible than upper end depar tment s tore s .

THE HARD TRUTH Not Enjoyable Experience

“Fun For Me” Experience

JCPenney is looked upon as a n “o l d b r a n d . “ M o m a n d Grandma go there.” Fashion initiatives are not k n o w n . “N o t f a s h i o n a b l e , n o t my s t yle.” Store la c k s excitement, in her mind. In fac t, seems “dir t y, messy, cheap.” Not a shopping bag she wants on her arm. No personal connec tion today.

NOT STYLISH

+ We ll k n ow n + H ar d war e + A p p lian c e s + Men + A m e r i c ana

+ “ T im e l e s s” + B a c k to S c ho o l - n o s t al gia + C a t alo g + Sp e c ial o c c a s io n dr e s s e s

+ + + +

H igh c la s s Lu x ur y M any o p t io n s S t y li s h

3. POSITIVES +

+ A f f or d a b l e + S e l e c t io n + D e al s + Fa s hio na b l e + “Fa mil y ” + H ou s e war e s

+ + + +

Tr e n d y A f f or d a b l e One stop shop A c c e s s ib l e

NEGATIVES -

- O u td a te d - Ch e a p - Clu t te r e d - Generic - L imi te d S e l e c t io n

- E x p e n s i ve - Sn o t t y - T im e c o n s umin g

Unorganized Cr owd e d Sub ur b an Ch e a p

- Fa s t p a c e d - N o in di v idual c u s to m e r ser vice - N o a m e ni t i e s

- H ar d war e - M al e ima g e r y - N o t S t y li s h

strategy SWOT ANALYSIS STRENTHS

WEAKNESSES

•

• • • •

Strong aided branded re cognition New and remodeled s tore s Fashionable par tner ships New te chnologie s & so cial media Reput ation for basic s and k ids

• • • •

OPPORTUNITY

Dull, old & unfashionable brand p er sonalit y Low qualilt y p erc eptions For grandma & k ids, “not me” Dif f icult to navigate web site & app. Not in her brand rep er toire

JCP HIERARCHY of EFFECTS

ADVOCATE “I’m a JCP fan.”

PREFERENCE

“JCP is on my must shop list.”

BEHAVIOR CHANGE “I will check out JCP.” ACCEPTANCE “JCP is worth a look.” KNOWLEDGE “JCP has more than I thought.” AWARENESS “JCP is still here...maybe for me.”

• • • • •

Build fashion credibilit y Improve shopping exp erienc e Augment digit al c apabilitie s Use new te chnologie s Increase so cial media buz z

THREATS • • • • • •

Comp e titive expansion Niche / Sp e cialt y s tore s, on & of f line Cultural imprint : “MOM JE ANS” Aging cus tomer base Growing alternative shopping channels End of re c e s sion

STRATEGIC APPROACH

2. 1.

A TH RE E PRONG STR ATEGY

Pre-Launch

T he c ampaign b e gins long b e fore it b e gins . In store, on line and with the employees.

Teaser

JC Penney is now “read y for her clos e up.” Bu t, the t arge t is not. She ne ed s a lit tle JC Penney “sho c k and awe.”

Ongoing 360 Campaign

JC Penney continues to surprise and delight her new / old bes t friend. She’s encouraged to visit again and again and, share her “likes” with friends.

CAM PAIG N OB J EC TIVES FOR 25 -34 WOMEN ’ S CAMPAIG N

1. Build unaided brand awareness 2 . Generate increased traf fic, on and of fline 3 . Contribute to improved in s tore or site experiences 4 . Contribute to share of wallet growth 5. Gain new cus tomers without alienating current cus tomers All objectives to be realized by February 2013 11

strategy CREATIVE BRIEF & 360 APPROACH WHAT DO TH ESE WOM EN THIN K ABOUT JCPEN N E Y NOW ? JCPenney was good when I was a k id. But, it ’s old and tired. I wouldn’t go there now.

WHAT IS TH E MAIN M ESSAG E , KE Y TAKE AWAY?

JCPenney makes your ordinary, extrordinary. WHY? • • • •

JCP under s t ands my transitional life. JCP make s shopping fun, on and of f line. JCP has de signer s I re sp e c t and want. JCP is a good value for me.

CRE ATIVE CONSIDER ATION Approach cannot alienate exis ting cus tomer s .

OUR PHILOSOPHY S tr a te gi c 3 6 0 in te gr a te d c ommuni c a tion p l a nnin g i s a b o u t c o nn e c t io n s . I n J C P ’s case - - engaging her when, where and how she want s it. Relevanc e and contex t are key. Brand cont ac t point s are critic al.

CORE STRATEGIES 1.

Change Begins from Within

A holis tic inside / out approach to ever y brand contac t point : employees, s tore and digit al exp erienc e.

Walk in Her Shoes

3 .

Go Big or Go Home

Optimize our media aper ture, when / where she is read y for our brand touch point s .

Maximize ef for ts by identif ying high “buzz” moment s with s trong pas s - along / sharing value.

4 .

Remember What Got Us Here

T hin k li ke a r e t a il e r. P l a n a r o un d r e t a il s e a s o n a l i t y, r e m e m b e r i n g o u r b r o a d e r cus tomer base.

Make It Work

Our Claiborne par tner, T im Gunn is right. Maximize media partnerships. Value added is a mus t.

TIMING Af ter the kick of f, integrated activities s y n c up w i th key r e t ail eve n t s and busine s s seasonalit y.

context

relevance

ENGAGEMENT

aperture

THE CONCEPT & PARTNERSHIPS TH E TE ASER CONCEPT

Pcj

The teas er c ampaign k ic k s of f with a mys terious new s tore c onc ep t announc ement : “P C J.” PC J (JCP spelled back wards ) looks to be a ver y s t ylish, but af fordable concept s tore with many exciting new designer par tner ships. The truth is revealed in a dramatic way during the Os c ar s.

N EW DESIG NER PARTN ERSHIPS Designer par tnerships are a terrific way to build JCP ’s fashion au thorit y with relevant brand s . Two of the s e de signer s have a lr e a d y ex p r e s s e d p u b li c i n t e r e s t i n a “m a s s / c l a s s” lin e . Re c omm e n d a tion s in c lud e : Manolo Blahnik: Sho e s Marc Jacobs: A p p ar e l Kate Spade: B a g s David Bromstad: H om e

MAGA ZIN E BACK COVERS WITH Q R CODE Magazine on- sale dates and subscription deliveries being w ha t they ar e, key M ar c h ma ga zin e i s s u e s ( r e l e a s e d in Fe b r uar y ) w ill f e a tur e the P C J te a s e .

POP U P STORES E X P ER I EN T I A L M A RK E T ING “P C J” p o p u p s t o r e s o p e n s imul t a n e o u s l y. T h e s e p o p up s s how c a s e n e w d e s ign er p ar tn er s hip s and the c oun t d o w n t o t h e “r e a l ” s t o r e o p e n i n g . V i r a l v i d e o w i l l b e up loa d e d on to the P C J. c om s i te and YouTub e, e t c .

teaser

DIG ITAL BILLBOARDS D igi t al billb oar d s have b e e n pur c ha s e d f or the dur a tion o f the c amp aign . D ur in g t h e te a s e r k i c k- o f f, t h ey w ill s how c a s e t h e n e w d e s i gn e r p ar t n e r s hip s a n d t h e exc i tin g n e w s tor e, “P C J.”

BUS WR APS A s par t of the “big” t e a s e, P C J b u s w r a p s will boldly promote the new designer names and, the intriguing c on c e p t s tor e .

PC J WEB PAG E This teaser site will showcase the new designer par tnerships, digital runway looks, the p o p up c on c e p t s tor e s and p r omo te the “c oun t d ow n .” Si te t a ke s “a d van c e or d er s” towar d s the A c a d e my Awar d s unveilin g .

teaser

PC J (JCP) DIG ITAL RU NWAY TO GO

SOCIAL M EDIA CONTEST A PC J “tag it” game will feature photo updates showcasing new designer fashion merchandise. The f ir s t follower tagging her self in the photo, receives that item. Daily contest updates come sometimes from Kate Spade, sometimes from David Br om s t a d, e t c .

the big reveal

E X P ER I EN T I A L M A R K E T ING The Digital Runway To Go explodes via a spectacular Mobile Designer Tru c k Tour. U tilizing s t a te of the ar t c amera te c hnologie s, this f ully l o a d e d , m o b il e d i g i t a l ex p e r i e n c e a ll o w s o ur t a r g e t t o in s t a n t l y see herself in new designer looks, while being surrounded by p ap ar a z zi an d f an s . She c an up lo a d p ho to s , v id e o and s har e her “PC J” per formance. Later, the mobile designer truck tour continues, b r an d e d .

THE ACADEMY AWARDS THE TEASER ENDS AT THE OSCARS. PC J TR ANSFORMS TO JCP RIGHT BEFORE HER EYES. Jus t before the Oscars begin, a PCJ spot highlights designer p a r t n e r s hip s , t r u c k to ur & t h e p o p up s tores. “ S p o t A” i n t h e f i r s t O s c a r commercial break reveals the truth. The website, facebook page, even digital boards all transform simultaneously.

Frame 1: ANNCR : Chances are over t h e l a s t f e w w e e k s , yo u ’v e h e a r d o f t hi s n e w s to r e c a ll e d “P C J”. A s tor e w hi c h f e a tur e s top d e s ign er lin e s s u c h a s : M a n o l o b y M a n o l o Blahnik , Kate by Kate Spade, MJ by Mar c Ja c ob s, and David Broms t ad.

Fr a m e 2 : A NNC R : Well, we have a c o n f e s s i o n t o m a k e . W e ’r e s t i l l bringing you all those designer lin e s , b u t we ’r e no t P C J.

Fra m e 3 : ANNCR : Ac tually, we’re J C P, a s i n J C P e n n e y, a n d w e ’r e bringing you more st yles than eve r b e f or e .

the experience JCP REPOSITIONED

CREATIVE MANTRA Sometimes she gets so caught up in life she forgets about HER. She forgets what fun feels like, forgets to be happy, forget s to s top and smell the roses, so to speak.

JCP is here to say she deserves better... in a celebrator y way. Forget self-help books, m e d i t a t io n, yo g a, s h e c a n treat jus t her self to a lit tle s o m e t hin g s p e c i a l . A n e w dress, some killer shoes, or even new throw pillows are a quick at titude adjustment.

TH E LOGO, RECONSIDERED JCPENNEY IS A GRAND OLD NAME. H O W E V E R . I T S S E M I O T I C C O N N O TAT I O N S A R E I N CO N G R U E N T W I T H H E R L I F E TO DAY.

• “JCP” is a phrase already in play (JCP Teen, s tock, web address, etc. ) . • J C P i s r e c o m m e n d e d – a c r o s s t h e board. The shortened name fits with her on the go, digital, 24 / 7 life. JCPenney will be kept as in smaller t ype during this transition period. • I t i s f r e s h , c o n t e m p o r a r y , a n d approachably s t ylish.

W h e n s h e ha s a li t t l e J C P s h o p p i n g - t h e r a p y, l i f e becomes a lit tle easier to handle. Actually, it becomes pret t y fun. She deser ves to live her life in s t yle.

COLOR & FONT TH EORY We do not own “red” JCPenney needs to s e p a r a t e f r o m Ta r g e t a n d M a c y ’s , i n par ticular. A color change would be a step in this direc tion. Purple is related to red – in a royal and exc i t in g w ay. T h e o p p o s i t e s o f h o t r e d and cool blue combined. Purple boos ts a child’s imagination or an ar tist ’s creativity. Purple can be JCP ’s signature color.

The gotham font reflects strength, m o d e r n i t y, a n d s t y l e f o r h e r recessionista lifest yle.

LIFE NEEDS ST YLE 16

the experience SHOPPER MARKETING ADVANCE WORK True change s tar ts from the inside out. We need to strengthen the JCP experience by engaging and exciting employees, enhancing the brick & mor tar s tores and for tif ying the digital experience. Long b efore we b egin communic ating with her.

EMPLOYEE RELATIONS

Our most important marketing tool.

JCP associates are our brand ambassadors, day in and day out. They deserve a preview briefing.

AESTH ETIC S AN D STORE E XPERIENCE

IN-STORE EXPERIENCE

WE RECOMMEND: •

Her most critical brand contact point.

•

ALL STORES TO HAVE:

•

• • • • • • •

Natural lighting throughout ; LED or halogen lighting for displays Signa tur e s c e n t ( c le an lin e n ) w i th holid ay ac c ent s c ent ( spic ed apple or pumpk in pie ) Updated music experience for contemporar y, fre sh feel Salon redesign, with emphasis on quick “me time” fixes – manicures, pedicures, eyebrow wa xing, e tc . W i- Fi throughout s tore c afe Clearer, more contemporar y signage Feminine ne c e s sitie s ( eg., spotle s s dre s sing rooms with good mirror s and seating, k ids’ play area, nic ely appointed re s trooms, e tc . )

• •

Family / Friend Dis count Sharing ( up to 3 individuals ) Lunch with a Manager (surprise thank you’s for ever yday s tore heroe s ) Monthly “Penney- s” (in- s tore cash for JCP purchase s, based on p er formanc e ) Flex Hour s ( priorit y s cheduling based on seniorit y) Fre e Days ( in c en tive f re e day, ba s e d on hour s work )

DIG ITAL DRESSING ROOM CONCIERG E JCP stores will be equipped with digital dressing room assistants an d a d e di c a te d c on c ie r g e s t a f f. T he s e in - r o om tou c h s c r e e n s allow her to re que s t new items, size change s, alternative color s and more. No more hustling bet ween dressing rooms and r a c k s . P he w.

the experience SHOPPER MARKETING “ FORECAST” JC P LO O K BO O KS J C P ’s n e w s i g n a t ur e p u b li c a t i o n “F o r e c a s t ” s h o w c a s e s J C P ’s l a t e s t d e s i g n e r n e w s , exclusive looks, and fun pop culture news. Q R ( H o t Shop s ) c o d e s ma ke i t e a s y f or he r to s ave f avor i te lo o k s and id e a s in her “M yJC P ” s ave s f ile . Availab l e v ia mail, onlin e, mo b il e and in - s tor e .

JCP & CARIBOU CAFÉ At the JC P / C arib ou C of f e e C af é, she c an c a tc h up on her blog, talk to her friends, or jus t f ind a lit tle “me time.” C aribou C of fe e is the 1s t US sp e cialt y c o f f e e r e t ail e r to b e 10 0 % or gani c all y c e r ti f ie d, m e anin g r e al c o f f e e an d r e al t a s te a t JC P. Gr e a t food, comf y couches, and free connec tivit y makes he r a hap py s ho p p e r.

JCP ST YLIZER IN T ER AC T I V E S TO R E P RO J EC T I ONS & P RO M OT I ON A L D I SPL AYS A s s ho p p e r s in s id e the s tor e walk ab ou t , their “s ha d ow s” w ill b e tr an s f or m e d in to an ar ti s ti c r unway p e r f or man c e onl y s e e n f r om the ou t s id e . W he n the r e i s li t tl e or no mo tion in s id e, the di s p lay automatically shows deals of the day, hot items, and weekly savings.

digital experience WEBSITE, MICROSITE & TABLET DIG ITAL PHILOSOPHY

“Powerful enough to be useful, simple enough to be playful.” WEBSITE FACE LIF T T h e J C P s i t e m a k e o v e r ’s h o r i zo n t a l g a l l e r y g i v e s h e r w h a t s h e w a n t s , f a s ter and e a s ier w i thou t l e av in g the gall er y - - w i s h li s t s , s ave - f or- la te r, and a comprehensive organizing sys tem. Coupons, looks, event news and or d er in f or ma tion ar e all f il e d in “M yJC P ” f or e a s y a c c e s s f r om we b s i te, t ab le t or p hon e ap p. S ave s ar e ju s t a c li c k away. Plu s , gr e a t , ha s s l e - f r e e w id g e t s and ap p s ma ke i t e a s y f or f a s hioni s t a s to e a s il y u s e .

TAB LET The tablet seemlessly integrates with web and apps. Scalable inter face unite s online, mobile, app, an d in - s tor e ex p er ie n c e s .

JCP “ St yle Wars” GAM E C ONSUM ER SH A R ING M I C ROS I T E JC P ’s f a s hion d evo te e s c an indul g e their inn e r f a s hion c hild an d c r e a te lo o k s , u tilizin g JC P ’s h o t t e s t d e s i g n e r s a n d j u s t - i n m e r c h a n d i s e w i t h t h e “ S t y l e Wa r s ” m i c r o s i t e . O n c e s h e ’s c r e a te d h e r n e w s t y l e s , s h e c an e n t e r t h e “S t y l e War s” g a m e . H e r l o o k i s “p i t t e d” a g ain s t o ther c ommuni t y d e s ign e d lo o k s . “Like s” ar e r e p or te d an d s har e d . N e w m e r c han di s e m e an s c on tinuou s up d a te s , mor e gamin g and mor e JC P f un .

digital experience MOBILE MARKETING JCP MOBILE APP

INCLU DES: • • • • • •

T he FUL L JC P C a t alo g Inve n tor y S t a tu s W i s h li s t s M yJC P Save s ( univer s al p er s onal d a t a b a s e - - lo o k s , Q R ho t s ho p s , d e al s o f the day, p r omo s ., e t c . ) Hi s tor y ( p a s t / c ur r e n t pur c ha s e s ) Shar e d I te m

Features Include: • • • • •

C a t alo gu e A c c e s s Tr y i t Now Q R “H o t Shop s” G e o S o c ial Fun c tion s Mini - M ov ie s

Our JPC woman is always on the go, needing easy and ins tant conne c tivit y. The new JCP app le t s her s ear ch, s ave, buy and share all w i thou t le av in g the ap p.

“ TRY IT NOW ”

C ompatible with Droid and iPhone

AUGM EN T ED R E A L I T Y FO R SM A R T P H ON ES Augmented realit y lets her tr y new home looks, without moving furniture ! Vir tual te c hnolo g y l e t s he r s e e the s o f a in he r r o om v ia a s mar t p hon e . Ro t a te c olor s , s wap p a t te r n s an d mor e .

non traditional DIGITAL OOH & INSTALLATION

al s, )

RFID DIG ITAL BILLBOARDS W i t h R FI D t e c hn o l o g y a n d qui c k c o d e s e c ur i t y, R FI D b illb o ar d s “t a g”our JC P Re war d s g e n mi xer ( w ho ha s op te d in to this pro gr am ) w i th s p e c ial of f er s and a BIG “he llo” ju s t f or dr i v in g by.

ST YLE WARS PROJ EC TIONS

TR ANSIT PU B LIC INSTALL ATION

“St yle War s” par ticipant s enter their bes t look in the Digital Fa s h i o n S h o w C o n t e s t . W i n n i n g l o o k s a r e d i s p l a y e d v i a lar g e - s c ale, in ter a c ti ve 3 D p roje c tion s on i c oni c buildin g s , w i th a s imul t an e ou s li ve f e e d on JC P. c om .

Pe o p l e S t y l eWa t c h f a s hion s w ill b e s how c a s e d in gla s s transit public ins tallation. Our somewhat skeptical target can step up and see just how fabulous the new JCP s t y l e s lo o k .

non traditional DIGITAL OUT OF HOME

INTER AC TIVE BUS SH ELTERS DISPL AYS Digital shelters, equipped with a c a m e r a an d in t e r a c t i ve tou c h s c r e e n, gi ve he r an d he r f r ie n d s a s har e ab le moment. She poses for a quick pic and her face is transposed onto her c ho s e n lo o k .

JCP DE AL OF TH E DAY DIG ITAL BILLBOARDS Proprietar y JCP boards showcase DOTDs ( Deals- of-the - Day) â&#x20AC;&#x201C; a highlydiscounted one - day sale item, available in- s tore or online. DOTDs will generate exc i te m e n t , b uz z , an d tr a f f i c .

non traditional twists PLACE BASED OUT OF HOME

MALL ELE VATORS Elevator doors promote the Dream Clo s e t C on te s t ( Q R code contain entr y details). When the doors open, the interior reveals a c lo s e t f ull of c lo the s â&#x20AC;&#x201C; the contes t prize, a $ 5,000 shopping spree.

MALL BILLBOARDS

MALL ESCAL ATORS

P la c e - b a s e d mall a d ve r t i s in g w ill in c lu d e Q R and op t- in tex t c o d e s f or in ter a c ti v i t y and buz z.

D r ama ti c , b ej e we l e d e s c ala tor s r e mind and excite the JCP GenMixer, driving store interest an d tr a f f i c .

non traditional twists SMART PHONE PRINT, MAIL & MINI MOVIE SMART PHON EPRINT JCP will be a backcover magazine digital rocks tar. When she scans and places her smar tphone on the J C P a d , a mini m ov i e a p p e a r s , s h o w c a s in g t h e l a t e s t . T h e s e â&#x20AC;&#x153;n e w m e e t s o l d â&#x20AC;? m a g a z i n e b a c k c ove r s have gr e a t p a s s - alon g and buz z valu e .

Direc t Mail Rewards cus tomer s and facebook friends re ceive mail with the same smar tphone technology. Mini movies promote new looks and encouraging repeat v i s i t s onlin e or in s tor e, thr ou gh s p e c ial of f er s .

MINI MOVIE

FR A M E1 :T he woman begins moving and looking at the scene around her. She focuses her at tention on a bland looking sofa.

FR AME 2 : She walks up to i t an d li te r all y te ar s the sofa out, like she is r i p p i n g o f f w a l l p a p e r, revealing a more s t ylish sofa underneath.

FINAL FRAME: She is amazed at what she has just accomplished and begins looking around at all of the other pieces of furniture in the room, eager to tear them down.

non traditional twists YOU TUBE TAKEOVER & INTERACTIVE FLASH AD

YOU TU B E TAKEOVER For 3 days, JCP will “own” YouTube’s home page. The rich media expandable masthead will showcase JCP ’s signature amethys t color. A JCP video will begin. The ac tres ses then runway walk of f the video screen and onto the YouTube page.

INTER AC TIVE BAN N ER & SK YSCR APER FL ASH ADS These blogs and social net work ads reach her in key transitional moments: social but ter fly, new mom (or, mom to b e !) , home d e sign lover and / or fashionis ta.

traditional OUT OF HOME

BILLBOARDS Per Simmons, billb oard s index high (122) for women 24 -34 who currently d o n o t s h o p J C P. S p l a s h y b o a r d s are great awareness builders and r e mind er s on her c ommu te .

BUS WR APS A s p ar t of “go big, or go hom e” s tr a te g y, b u s e s ar e w r ap p e d, s how c a s in g JC P ’s la te s t f a s hio n p r in t s , t a b l e lin e n p a t te r n s and mor e .

traditional BROADCAST N ET WORK T V, CAB LE T V AN D INTERN ET T V (:30 S AN D :15 S) Good buz z programming rea che s her during her “me moment s,” w hen she’s ready for a st ylish, all about me message. All net work and cable programming in our buy are also in our online buy. Nielsen repor ts higher brand recall, message recall and likeabilit y when both plat forms are utilized. J C Pe n n ey - L i f e Need s St yle “Another Day” Radio - : 30 WOMAN : Well,

VIDEO : Working woman walks down s treet like a r unway, he a d s tur n . SF X : A mbie n t noi s e . ANNCR: “Life doesn’t need any more or dinar y.”

V I D EO : Cu t to p laygr oun d, youn g gir l walk s a c r o s s b e n c h like a c a t walk . SFX: MUS I C UP. ANNCR: “It doesn’t need any more mun d an e .”

V I D EO : Cu t to of f i c e, woman walk in g the hall way like r unway. H e a d s tur n . SF X : MUS I C . AN N C R : “I t do e sn’t ne e d any more b oring or aver a g e or ju s t o k .”

V I D EO : Cu t to man o p e nin g d o or f or f ian c é . She smiles, walks thru like entering a runway. SFX: MUS I C ANNCR : “But what it could use is more st yle.”

this is my life, sitting in traf fic watching the guy nex t to me sing his heart out. On my w ay t o a n o t h e r action-packed day at the of fice, full of Jim invading my personal space with his cof fee breath, Carl stealing my s tapler and denying it, and that weird girl from accounting forwarding me videos of her cat playing the piano. But you know what? All of that i s o k , b e c au s e t hi s weekend I’m heading to JCPenney to pic k out some new work out fits and maybe get a little something for the apar tment. And when I find something I like, everything else going on in my life feels…b e t ter!

ANNCR:

This President’s Day, save 5 0 % on our Manolo by Manolo Blahnik shoes for one day o n l y. J C P e n n e y – Life Needs St yle.

V I D EO : Sup er f a d e s in . Lo go and t a glin e . SFX: MUS I C . A N N C R : “JC Pe nn ey. Li f e n e e d s s t y l e .”

V I D EO : Cu t to o f f i c e a gain, woman now on conference table /runway. Others notice. She wave s , s to p s , s hr u g s an d s mil e s . SFX: A mb ie n t noi s e . Mu s i c ou t .

promotion EVENTS & PARTNERSHIPS TRAFFIC GENERATORS

She wants something fun. JCP needs to keep JCP on her “shopping lis t ”, bringing her bac k to JCP. Again, and again, and again.

IN STORE DESIG N ER VISITS Designer s hos t trunk shows at key s tores. She can ac tually meet her fashion icon. Live feeds on the JCP.com site (taking questions!) and interactive in-store walls bring the fun to all JCP fashionistas.

DESIG N ER G IRL S NIG HT OUT JCP de signer s will “hos t ” Girls Night Out in - s tore. Event s will include mani’s / p edi’s in the JCP s alon, refre shment s, and f ir s t looks .

DESIG N ER DIN N ER PART Y JCP home designer s show how to throw the per fec t dinner par t y with their exclusive JCP colle c tions . Live feeds online and in s tore allow all to par ticipate.

VALENTIN E’ S DAY

“Prep Party Night” A Valentine’s Day “prep par t y” include s mani ’s / p edi ’s, trea t s, and s wag bags . W ith a par tner or look ing for love, she will look and feel fabulous on Valentine’s Day.

MOTH ER ’ S DAY

“Prep Party Saturday” It ’s a Mommy / Daughter “Prep Par t y Saturday.” Her choic e : free por trait, mani or pedi and a $10 gif tc ard towards ANY purchase.

DESIG N ER N E W YE AR ’ S E VE

“Countdown Prep” JC P he lp s the G e nMi xer p r e p a gain . T hi s in - s tor e an d digi t al event showc a s e JC P de signer pic k s, giving her look idea s for her big night out.

& JCP ’ S “ B aby ’s Big Day Out ” New moms bring baby for a FREE photo session and an American Baby hos ted “playgroup.” Swag includes baby keepsake and $10 gif t c ard for Mom.

& JCP ’ S “ Relax” Event Brides -to -be receive a lit tle reassuring TLC with mani’s & pedi’s. M o d e r n B r i d e a l s o h o s t s a “s t r e s s - r e l i e f ” w e d d i n g p l a n n i n g se s sion, with refre shment s and s wag bags for the entire bridal par t y.

promotion SOCIAL MEDIA, REWARDS & SWAG SOCIAL M EDIA EM PATHY AM BUSH ES GU ER I L L A SO C I A L M ED I A For tho s e JC P Re war d s c u s tom er s w ho “op t in” to the Empathy Ambushes, JCP will monitor for shared t weets and facebook status updates via key wor d s e ar c he s ( e .g . “in te r v ie w,” “n e w b aby,” “e n ga g e d,” “b r o ke up,” e t c . ) . O ur g e n mi xer w ill then b e “empathy ambushed” with a free manicure, gi f t c ar d, e t c .

JCP REWARDS

New initiatives take care of JCP’s best customers, e n c our a gin g r e p e a t v i s i t s , c r o s s s hop pin g and s har in g of JC P go o d n e w s .

B E AUT Y AN D TH E JCP Pos t tea s e, JC P w ill randomly indulge Reward s c u s tom er s w i th $ 5 0 gi f t c ar d s , r e d e e mab l e a t JC P s alon s f or mani ’s , p e di ’s and mor e .

IT’ S IN TH E BAG Ea c h mon th, JC P w ill gi ve 10 0 c u s tom e r s the oppor tunit y to f ill a beautiful JCP shopping bag with merchandise from ANY depar tment she ha s n’t pur c ha s e d f r om in the la s t s i x mon th s . Wor th up to $ 5 0 .

IT’ S ON JCP O n c e a we e k , eve r y w e e k , JC P p ay s a c har g e c ar d c u s tom er ’s bill.

JCP SWAG At key eve n t s an d s om e tim e s a he av il y p r omo te d “ju s t b e c au s e,” s he ge t s a li t tle ex tra f rom JC P. Not a silly tote bag, no more goof y mous e p a d s , no t ano the r c o f f e e hold e r. S om e thin g ve r y s t y li s h, ver y wor th s har in g, ve r y JC P. Swa g r e c omm e n d a tion s : a b r an d e d pur s e han g er an d a d or ab l e “c ommu te r ” s ho e s . Af te r all, li f e n e e d s s t y le .

Shoe Bag Copy : Just becuse your feet my be k illin g you, d o e s n’t m e an you s hould have to s a c r i f c e s t y l e !

promotion MALL EVENTS, STREET TEAMS & E-BLAST

MAGA ZIN E PARTN ERSHIP E XCLUSIVES VIA E- B L ASTS A s a “M a ke i t Wor k ” s tr a te g y, JC P ma ga zin e p ar t n e r s w ill allow “o p t in” ma g a zin e subscribers to receive JCP exclusive of fer e -mail coupons, gif ts-with-purchase in c e n ti ve s and o ther s p e c ial of f er s .

JCP DIG ITAL RU NWAY

STREET TE AMS E X P ER I EN T I A L M A RK E T ING T he JC P s tr e e t te am w ill b e a t all major eve n t s , in c ludin g the tea s er even t ( a s the P C J s tr e e t team ) . T he te am w ill dis tribu te g i f t c a r d s , p r o m o t i o n a l i t e m s ( e . g ., b a g h o o k s , “c o m mu t e r ” s ho e s ) and lo o k b o o k s w i th a Q R c o d e .

E X P ER I EN T I A L M A R K E T ING JC P r unway s w ill b e in s t alle d in the he ar t of malls . The se runways will re cord user s doing their best cat walk, which will be imposed onto a simulated video of a fashion show, complete w i th mu si c and p ap ar az zi. Us er s c an re trieve their v id e o s by lik in g JC P on Fa c e b o o k .

media approach GOALS, MARKETS & SEO/SEM M EDIA OB J EC TIVES â&#x20AC;˘ â&#x20AC;˘

Reach 8 5 % of 25 -3 4 year old women with a fre quency of 4 . Increase non traditional and digit al exposure by 25 % .

M EDIA SCHEDU LING An aggressive teaser will kick of f the campaign to generate buzz and build unaided targeted awareness and interest. Spending heav y-ups will correlate with high retail spending spikes (e.g., BTS, holidays ).

25 21 14 10

11 22

MARKET R ATIONALE 2

M e dia heav y- up w ill b e in the top 25 markets, based on population and lo c ation of JCPenney s tore s . Additional media dollars will be concentrated in key influencer markets ( e.g., Manhat t an ) where buz z and viral potential is high.

1 20

16 18

7 19

4 13

SEO/SEM Ef for ts SEO utilize s search engine companie s s u c h a s G o o g l e , B i n g a n d Ya h o o ! t o generate high search results. SEM will fur ther enhance the online presence for JCP. SEM sugge s ted phrase s : Baby shower gif t s Wedding gif t s Remodeling D e corating an apar tment Dinner par t y New job out f it s Wedding planning Bridal Buying a home Buying furniture for a home Baby furniture K id furniture

THE TOP 25 MARKETS

1 2 3 4 5 K indergar ten 6 clothe s 7 Life needs s t yle 8 Life and s t yle 9 Life s t yle 1 0 College 11 graduation out f it s 12 Dinner par t y 13 clothing Dinner par t y fashion A par tment rede corating Baby out f it s

NYC LA Atlanta H ouston Dallas Kansas Cit y, M O Phoenix Washington , DC Philadelphia Detroit Chicago Cleveland Miami

14 15 1 6 17 1 8 1 9 20 2 1 2 2 23 24 2 5

Minneapolis Denver M esa , A Z San Antonio San J ose For t Wor th B altimore Por tland San Francisco Indianapolis Milwaukee Seat tle

360 campaign TIMING & DOLLARS CAMPAIGN TO RUN February 2012- January 2013 Non Traditional Out of Home Mobile Interactive Billboards JCP DOTD Billboards (top 10 JCP markets) Mall Escalator Mall Elevators Movie Theatre Advertising - Preroll Spots Interactive Bus Shelters (top 10 big-city markets which utilize public transportation) Bus Shelters Transit Installation (top 10 big-city markets which utilize public transportation) Closed Circuit Health Club Advertising (top 25 JCP markets) Projection Fashion Shows in Urban Areas which will be part of the Digital Fashion Showdown, aka DFS Street Teams Bus Wraps (top 5 markets) Pop Up Stores Storefront Interactive displays (standalone stores) Interactive displays with user integration on walls in malls where JCP stores are located YouTube.com takeover JCP Swag SEM/SEO - Search Engine Marketing & Optimization

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JANUARY

30 6 13 20 27 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28

TOTAL $1,000,000.00 $2,500,000.00 $525,000.00 $400,000.00 $800,000.00 $1,675,000.00 $975,000.00 $400,000.00 $1,250,000.00 $300,000.00 $895,000.00 $500,000.00 $780,000.00 $450,000.00 $900,000.00 $350,000.00 $975,000.00 $14,675,000.00

Traditional Out of Home Billboards (top 35 markets) Mall Advertising - Mall Billboards & Kiosks

$3,500,000.00 $750,000.00 $4,250,000.00

Internet :30 Pre-Roll Advertising on Internet TV ABC.com NBC.com CBS.com FOX.com MSNBC.com (Entertainment) CNN.com (Entertainment & Living Section) YouTube.com - :15 Preroll

$1,025,000.00 $1,025,000.00 $900,000.00 $900,000.00 $800,000.00 $985,000.00 $1,500,000.00 $7,135,000.00

Internet: Banner & Skyscraper Advertising utilizing Static and Flash creatives Facebook.com - DOTD Specials Windows Live Hotmail Yahoo! (spread between Mail, Shine, Buzz & News sections) Weather.com Jezebel.com classmates.com (now memorylane.com) Bebo.com Buzznet.com iVillage.com Oprah.com/OWN BlogHer.com Glam.com Corporette.com DealSeekingMom.com DivineCaroline.com Womensforum.com WomenFitness.com PopSugar.com Deadline.com/hollywood Designmom.com eVite.com TripAdvisor.com ApartmentTherapy.com Pregnancy/New Mom Websites (Baby Registry) Babble.com Pregnancy.org BabyCenter.com TheBump.com

$1,000,000.00 $900,000.00 $1,300,000.00 $550,000.00 $300,000.00 $400,000.00 $375,000.00 $390,000.00 $425,000.00 $600,000.00 $750,000.00 $200,000.00 $50,000.00 $200,000.00 $250,000.00 $300,000.00 $150,000.00 $300,000.00 $300,000.00 $50,000.00 $350,000.00 $400,000.00 $250,000.00 $600,000.00 $500,000.00 $500,000.00 $300,000.00 $11,690,000.00

Cable :30 Spots A&E Television Network Bravo CNN The Discovery Channel HLN (Headline News) E! (Entertainment Television) Food Network HGTV IMC Lifetime PARTNERSHIP OPPORTUNITY Lifetime Movie Network (LMN) MSNBC News MTV OWN (Oprah Winfrey Network) Oxygen TBS TLC IMC TNT USA Network Vh1 Sponsored On-Demand Shows

$750,000.00 $650,000.00 $875,000.00 $900,000.00 $450,000.00 $1,200,000.00 $1,000,000.00 $1,200,000.00 $0.00 $1,250,000.00 $600,000.00 $650,000.00 $900,000.00 $800,000.00 $600,000.00 $950,000.00 $1,250,000.00 $0.00 $750,000.00 $750,000.00 $600,000.00 $750,000.00 $16,875,000.00

Network TV :30 Spots Ellen Degeneres Show IMC Rachael Ray Show IMC

$950,000.00 $0.00 $550,000.00 $0.00 $1,500,000.00

FEBRARY

MARCH

APRIL

MAY

JUNE

JULY

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

JANUARY

30 6 13 20 27 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28

Traditional Out of Home Billboards (top 35 markets) Mall Advertising - Mall Billboards & Kiosks

$3,500,000.00 $750,000.00 $4,250,000.00

Internet :30 Pre-Roll Advertising on Internet TV ABC.com NBC.com CBS.com FOX.com MSNBC.com (Entertainment) CNN.com (Entertainment & Living Section) YouTube.com - :15 Preroll

$1,025,000.00 $1,025,000.00 $900,000.00 $900,000.00 $800,000.00 $985,000.00 $1,500,000.00 $7,135,000.00

Network TV :30 Spots Ellen Degeneres Show IMC Rachael Ray Show IMC

$950,000.00 $0.00 $550,000.00 $0.00 $1,500,000.00

360 campaign TIMING & DOLLARS

17%

IMC TOTAL BUDGET

Traditional Out of Home Specialty Shows Internet :30 Pre-roll Radio Commercials (Both :15 & :30) Print Show Specific :30 Spots Internet Skyscraper and Banner Advertising Network TV :30 Spots Email Campaign Non-traditional Out of Home Direct Mail Cable :30 Spots

8% 16% 9%

2% 16%

12%

FIELDED: Communications Check Mini groups and inter views were c o n d u c t e d t o a s s e s s t h e G e n M i xe r s ’ reac tion to our campaign. Feedback received revealed the following campaign reactions. THE “LIFE NEEDS STYLE” CAMPAIGN WOULD CAPTURE THEIR ATTENTION. “The new logo and color captivate my eye. I want to know more about this store.”

TH E N EW JCP LOGO G IVES JCPEN N E Y A N EEDED CHANG E . “The dark purple is definitely a newer classier look. I’m sick of red everywhere. Makes them different.” Stephanie Mohr/Carroll , IA/29/Engaged

“The new logo is fun, it ’s much more contemporary, more like the way we talk & text.” Janet Stenson/St. Paul Minnesota/34/Married

Sydney Donahue/Cape Coral , FL/26/Single

“I like the phone app where I can try new home looks. My husband and I are buying a new house, so this would be great for us.”

CAM PAIG N E VALUATION M E ASU RES: IN PROG RESS AN D POST CAM PAIG N

Rachel West/San Francisco, CA/32/Married

TO MON I TOR T H E “ LIFE N EEDS ST Y LE ” CAMPAIGN, WE WILL EMPLOY:

“I like JCPenney already, but with partnerships like Kate Spade and Marc Jacobs, JCP would become my store.” Melissa Herman/Orland Park , IL/30/Divorced

TH E “ LIFE N EEDS ST YLE” CAM PAIG N WOU LD AT TR AC T TH EM TO JCP. “If JCP actually looked this way, I would take a look in the store with a new perspective.” Daisy Jackson/San Antonio, TX/28/Engaged

“I don’t shop at JCPenney at all, but, if I saw these ads with this new logo, I would stop in and take a look.” Adele Richards/Chicago, IL/25/Single

• • •

Semi- annual in p er son inter view s Quar terly fo cus groups C u s t o m e r s a t i s f a c t i o n ex i t q u e s t i o n s w i t h dis count code inc entive s • Web, so cial media, and Q R code analy tic • Employee sur veys • A AU studies measuring long term perception shif t s • Sale s and share of walle t me tric s • Cus tomer live in - s tore sur veys via SMS with dis count code inc entive T he s e tools will monitor emerging trend s and JCP p er c eptions . We c an than adapt with our ever y evol v ing c u s tomer to tr ul y gi ve to day ’s 25 - 3 4 year old woman the JCP exp erienc e she want s, ever y time and ever yplac e.

Budget Bre

Traditional

Specialty S

Internet :30

Radio Com Print

Show Spec

Internet Sk Advertising

Network TV

Email Cam

Non-traditi Direct Mail

Cable :30 S

aknowledgements

FACU LT Y ADVISOR A AF / NSAC STU DENTS Robbie Ac kerman Michael Balzo Katie Byrne s W ins ton C onk lin Jade Grange Ric ardo Guerra Sp enc er Huang K ris ten Ing Enrique Johane t Allison Jone s Chris topher Jone s Megan Koval Juli Neider t Michael O’Connell Blake Schult z Z achar y Tamburin Jus tin Tved t Hallie Zipp er

A VERY SPECIAL

THANKS TO

JCPenney

Peg Murphy

SPECIAL THAN KS Margare t Sullivan, Chair of Marke ting Communic ation D epar tment Kevin Christophersen, Director of Ad ver tising Studie s Shanit a A k intonde Herb er t Allen Sandra Allen HJ Bae Dave Gordon Tom Hamilton Sandra Kumorow sk i Sherlene M c Coy L arr y Minsk y AnneMarie Mitchell C ynthia Pike - Fuente s Craig Sigele Michael Swidler Margot Wallac e Cornell Wright Marketing Communication Adjunct Faculty Columbia College Chic ago Film & Video D epar tment Columbia College Chicago Radio Ar ts D epar tment A A F – Dis tric t 6 A meric an Ad ver tising Federation

LIFE NEEDS STYLE